CONSUMERS REJECT ADS ON "FAKE NEWS" SITES.

• Position: YOUR LIFE

The majority of online consumers say it is important that a brand advertises on content that is safe, accurate, and trustworthy, according to a study by Harris Poll and Double-Verify, an independent provider of digital media measurement software and analytics.

"Consumers are more likely to engage with brands that advertise on credible content and will stop transacting with brands that don't," says Wayne Gattinella, CEO of Double Verify. 'The impact to brand reputation and brand equity has lasting effects"

While online advertising is useful to most consumers today, 82% indicate it is important that a brand's ads do not appear alongside "fake news" stories or on "fake news" sites. Sixty-five percent of consumers would be likely to stop using the product if they viewed...